M. Rajee and P. Saranya (2026) “A COMPARATIVE STUDY OF MICRO AND MACRO INFLUENCERS IN SHAPING CONSUMER PURCHASE DECISIONS ”, Journal of the Oriental Institute, ISSN:0030-5324 UGC CARE Group 1, 74(4), pp. 261–279. doi: 10.8224/journaloi.v74i4.1040.